(Get free) Relationship Marketing Re-Imagined: Marketing's Inevitable Shift from Exchanges to Value Cocreating Relationships
• Naresh K. Malhotra, Can Uslay, Ahmet Bayraktar •
#2539013 in eBooks 2016-04-15 2016-04-15File Name: B01EBEQ9BE
About the AuthorNaresh K. Malhotra, PhD, is senior fellow, CIBER and Regents' Professor Emeritus, Scheller College of Business, Georgia Institute of Technology. A marketing legend, he also received the Academy of Marketing Science CUTCO/Vector Distinguished Marketing Educator Award, Best ProfessorMarketing is arguably amidst a paradigm shift. With the emerging value co-creation perspective, a single transaction can blossom to a process in which the customer and the marketer collaborate (rather than negotiate) for best total value through products, features, delivery terms, maintenance, and financing options for both B2B as well as B2C markets. Marketers increasingly need to develop and maintain long-term, win-win relationships that extend beyond customers, such as those with distributor... [PDF.pq20] Relationship Marketing Re-Imagined: Marketing's Inevitable Shift from Exchanges to Value Cocreating Relationships Rating: 3.57 (619 Votes)
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